Ambition Statement

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What makes a good Ambition statement?

There are a few common rules that pretty much every Business AMBITION Statement will follow:

  1. Two sentences at an absolute maximum.
  2. They need to describe a unique outcome that only you can provide.
  3. Do not use words that are open to interpretation.
  4. Keep it simple. No technical jargon, no metaphors, and no business buzz-words if at all possible!
  5. It should be ambitious enough to be exciting but not too ambitious that it seems unachievable.
  6. It needs to align with the company values that you want your people to exhibit as they perform their work.

Keep your eyes on the prize and be vocal about it

What’s your business output? What do you bring to the table? Be exceptionally clear about what it is your organization actually does. What benefits do you bring to your customers? For example, a consulting company gives advice. But the outcome is the success of others based on that advice.
What’s the unique value you bring to the above outcome? What do you do that nobody else does? What’s the reason for your success? Why do customers stick with you?
What does success look like? What is your target? Quantify your goal. For example, rank as a leader in your niche or acquire % of a certain market.
It’s called AMBITION for a reason. You might not be an artist, but paint me a good picture of the future. Make me care. Add relatable, human, ‘real world’ aspects.

The formula for writing your AMBITION statement

Let’s start with an example:
Producing and selling locally sourced cakes and pies that are so delicious and satisfying, that every customer who leaves our store does so with a smile.

The output Step 1:The output
The unique value Step 2:The unique value
The unique value Step 3:The quantification
The unique value Step 4:The human connection
Take the sentences you’ve written down and put them all together into a AMBITION statement like the one above. Play around with wording and make a couple of versions. Discuss them with your team to pick the winner.